Google AI Max exits beta and begins absorbing Dynamic Search Ads

Google is folding Dynamic Search Ads into AI Max as automation takes on more creative and targeting control.

Mariano De Vitto · July 2026

Google is moving AI Max out of beta and giving its automation more control over search campaigns. Starting in September, Dynamic Search Ads begin upgrading automatically to AI Max, with a full sunset planned for February 2027.

The shift is paired with updated Terms of Service that took effect on July 1, 2026, which explicitly authorize Google systems to format, select and even generate targets, ads and destinations on an advertiser's behalf. Google keeps the advertiser responsible for reviewing and approving what its tools produce, so accountability does not move even as execution does.

For search teams this is a real change in operating posture. The lever is no longer only which keywords to bid on, but how much creative and targeting control to hand to the platform and how to audit what it generates.

Brands that build a review habit now, checking machine made assets for accuracy and brand safety, will adopt AI Max on their own terms rather than by default.

The Signal Brief · Mariano De Vitto — Head of Marketing, Barcelona